By Jessica Finch

This month, Finnish design house Marimekko is launching its first ever street wear collection, called Marimekko Kioski. This new innovation is now available to Canadian’s through an exclusive partnership with national retailer gravitypope. Featured in gravitypope locations in Vancouver, Calgary, Edmonton, and Toronto, Marimekko is showcasing their new Kioski line in unique in-store kiosk-style displays.

Marimekko Kioski is a shift in direction for the well-loved home and design house. Kiosks feature a range of carefully curated unisex hoodies, t-shits, scrunchies, key rings, caps, sneakers, and socks. All of which include some aspect of Marimekko’s most recognized and authentic patterns. Marimekko Kioski is aimed at a new demographic, and sees the brand venture into previously unknown territory. When asked about the inspiration behind the street wear collection, Sanna-Kaisa Niikko, Marimekko’s Director of Global Creative Brand Marketing, says “Marimekko Kioski is a curated collection of androgynous wardrobe stables celebrating creativity. The collection introduces the Marimekko brand and values to a new generation of urban youth, with reinterpretations of our iconic patterns in new colour ways and products for the first time. The collection in especially inspired by our iconic Unikko print that stands for creativity.”

As one of the country’s most popular independently owned boutique retailers, Edmonton-based gravitypope focuses on unique and handcrafted footwear, clothing and accessories, from all over the world. Known today as a footwear institution, gravitypope, is the perfect partnership for Kioski, as CEO, Louise Dirks says “their new streetwear concept perfectly fits with our demographic and as I already loved their design aesthetic, and attitude, I did not have to think hard about doing this partnership.”

Both the Toronto and Calgary gravitypope stores provide ample room for the Kioski stands, and despite the cozy nature of the Vancouver location, gravitypope managed to carve out a nook for the installation. With the exciting move and expansion of the Edmonton location, Louise said the gravitypope team were able to design an area specifically for the kiosk in the new space. Both brands are committed to making sure this partnership thrives and is easily accessible for Canadians in the cities listed, and online for those elsewhere.

*COLLECTION IN-STORE AT GRAVITYPOPE TORONTO PHOTO: GRAVITYPOPE*

SLIDESHOW: Swipe for More

INSIDE GRAVITYPOPE’S CALGARY FLAGSHIP

*COLLECTION IN-STORE AT GRAVITYPOPE VANCOUVER PHOTO: GRAVITYPOPE*

Marimekko’s homeware and fabrics have been sold in select Canadian stores for many years, and are widely loved by many across the country. Marimekko’s consistent Canadian presence, including a home goods partnership with EQ3, has allowed the company room to branch out into a new realm of retail, all set to re-invigorate interest in the brand with a mainstream, urban audience. Louise Dirks says that up until this point, Marimekko clothing has been harder to access than their well-known homeware products. “People may be less aware of the clothing as it has not been as easy to find and that is why I think Canadians will be very eager for this new offering. Every time I tell someone about the Kioski concept, they are always very excited to hear about this new division of clothing.”

Designed under the talent that is President & CEO Tiina Alahuhta-Kasko, Kioski demonstrates a more youthful offering from a brand that has long been celebrated worldwide for its bold, original prints and colours. Known as one of the world’s first lifestyle brands, Marimekko’s expression of joyful living through their home decor, fashion, and accessories has been empowering people to express their personality since 1951. When designing this new Kioski line, it was important to Marimekko that the end products would be available at accessible price points while still remaining exclusive and of the highest quality, two elements that have always rang true of the Marimekko brand.

This is just the beginning for Marimekko Kioski and its partnership with gravitypope. As street wear becomes increasingly popular, it’s safe to assume that these brands will continue to reinvent themselves. Louise Dirks believes that targeting a young market, eager for fresh design and colour is going to mean big things for Kioski; “as Marimekko plans to refresh product offerings on a regular basis, I think we can have fun with this Kioski for years to come.”

Marimekko Kioski has been launched globally, with exclusive retail partners such as Dover Street Market in Ginza, Tokyo, and at flagship stores. In Canada, gravitypope was selected as the exclusive retailer and Kioski is now available in Vancouver, Edmonton, Calgary, and Toronto locations. Marimekko Kioski is also available online at gravitypope.com.

Jessica Finch is a writer and editor based in Toronto. She holds a BA in English and Psychology and is a graduate of Ryerson University’s Publishing program. She has extensive managerial experience in the food service industry, and is interested in exploring innovations within this sector and other retail environments. Email: jfinchwriting@gmail.com

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